Överlägsen’s main goal is to attract the on-the-go millennial professional with a keen sense of health awareness. While diet is taken seriously, the customers desire a fun environment that leaves them feeling rejuvenated, energetic, and sanguine. In the fast paced society we live in, Överlägsen aims to help customers enjoy a slow moment of their day, even if they are not planning on dining in. Like the food sold at Överlägsen, the environment and attitude are tailored to provide a stress-free experience, promoting self-awareness and care.
To encourage customers to feel calm while visiting Överlägsen, I created an identity that uses calm, cool colors, and an optimistic yellow to complement. I have always loved letters with umlauts, as they resemble abstracted faces. I knew from the start that I wanted to take the capital "Ö" and abstract it to resemble a smiley face to elicit positive energy. The leaf symbolizes the organic food that is served at Överlägsen, which ultimately encourages a healthy & happy lifestyle for the patrons. The type that was chosen for this brand was picked not for Gotham's ubiquitous nature, but rather the friendly harmony between Archer & Gotham that seems full of support and subtle encouragement.